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The Ride: Cowboy Tunes

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Super Ali

[ Music ]

While doing my weekly routine of online shopping for my next favorite item, I found something so much more than a graphic tee. I found the one and only Ali Dee! This lady makes super woman look like she is on vacation! Ali has so many talents that I don’t know where to begin…so I will start with my favorite, she is a singer/song writer with her new song “All That Cowboy Jazz”. Learn More>>

Success in Summits

[ Living ]

For some of us, me included, a climb to top of the stairs leaves us out of imagine toping 7 of the world's highest peaks – I'm tired just thinking about it. But for some, like former NFLer Mark Pattison, 7 is just a number meant to be overcome. With the belief that anything is possible, Mark set out to topple Lhotse for his daughter, Emilia.  Learn More>>

WCRA Champions

[ Rodeo ]

How many cowboys do you think know how to surf? Well a few more of them might start to learn; The World Champions Rodeo Alliance (WCRA) had a major rodeo in Corpus Christi where athletes competed for big money and part of the winning prize is a new decorated surfboard. The rodeo had 8 events where contestants competed in preliminary rounds to advance for the shot at the cash prize.  Learn More>>


This Memorial May, Higher Ground is proud to partner with the Non Profit Partner Carry the Load and will be participating in the West Coast Rally today in Los Angeles. Join the Higher Ground team and all funds that are raised go directly back to the critical programming they have to aid our Nation's heroes. Learn More>>



Outlaw Cologne

Outlaw Cologne

8 Seconds Cologne

8 Seconds Cologne

Lace Eau de Parfum

Lace Eau de Parfum



We started Tru Western last year for people like us - those who live for western products and adventure. When creating the website, we wanted a program that provides our loyal customers with discounts, exclusive offers, and a community to be apart of. Make sure to join our loyalty program in the bottom left-hand corner of our website. You won't believe all the benefits you'll receive and the best part? It's absolutely free! Learn More >>

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